Character Merchandising - US - December 2013
US $4,395.00 (Excl.Tax)Excl. Tax Buy Now
“As the economy is not in its full swing of recovery since the last recession, patronage at mass merchandisers for character-branded purchases become a compelling option in exchange of value. Retailers are becoming more restrictive with the properties they give shelf space for, causing manufacturers to lean toward a few major properties to ensure return.”
– Ika Erwina, Retail and Technology Analyst
This report looks at the following areas:
Character-based merchandise is a sub-set of the larger licensed merchandise market, and while the overall market has been treading water, sales of character-based goods fell almost 4% over the period. Toys and games dominate the character-based merchandise market, accounting for just under a third of all sales, with no other sector generating more than 10%. Despite what would appear to be a dynamic market, sales of video games/software fell significantly over the same period, however this is likely impacted by consumer waiting on the launch of new consoles in 2013/14.
The dominance of mass merchandisers in this market is likely a contributing fact to lower sales value growth as price has become a major consumer focus even in this post-recession environment.
For the purpose of this report, character merchandising is defined as the use of popular (typically fictional) characters from the world of entertainment to promote the sale of consumer goods, including those lines of merchandise that have been especially created to bear the name and image of the character. Characters typically derive from a number of different media, the most popular being the following:
It should be noted that, given the well-established spin-off trend, characters overlap these media due to the importance of cross-media activity (eg, Harry Potter in books, live-action films, PlayStation 2 computer games, and theme-park manifestations).Character merchandising is part of a broader industry that seeks to promote the sale of consumer goods via the licensing of copyrighted intellectual properties and other means such as product brands (eg, Cosmopolitan bed linen and lingerie), sports organizations (eg, Chicago Bulls basketball or the National Football League), and adult characters (eg, the Playboy Bunny).
In a rapidly evolving marketplace, character merchandising takes on a number of different formats. For the purposes of this report, they have been segmented as follows:
License merchandising generally adds value in that the character enhances the product in such a manner as to make it the overriding reason for the consumer to purchase the product.
Character merchandising is not exclusively aimed at children, and while children are generally the key target audience, adults tend to be the principal purchasers. Children are key consumers of character-led products, especially the under-10s, since older children tend to eschew such gimmicks as they aspire to become young adults.
Examples of merchandised goods embracing media-led items include but are not limited to:
Specifically excluded from the definition is expenditure on entrance fees for visitor attractions such as the Wizarding World of Harry Potter at Universal Orlando, Florida, and Disney World. Also specifically excluded from the definition is the practice of celebrities who allow their names to be associated with specific products – for example, Michael Jordan and Nike – as this is defined as celebrity endorsement.
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.